Statecraft
How to Make a World Cup Bid
Sep 26, 2024
Jonathan Luff, a former British diplomat, shares his experiences leading the UK’s bid for the 2018 World Cup. He sheds light on the complexities and challenges of the bidding process, including ethical dilemmas and the opaque FIFA voting methods. Luff discusses British soft power, the nation’s economic stagnation, and contrasts UK and US diplomatic approaches. He reflects on the impact of past policies, questioning whether previous strategies were misguided and emphasizing the importance of integrity in international sports diplomacy.
56:29
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Quick takeaways
- The World Cup bidding process highlights the critical role of diplomacy and support from government and football organizations in gaining credibility.
- Despite the disappointment of losing the bid, maintaining integrity and transparency throughout the campaign process was emphasized as paramount over achieving victory.
Deep dives
Involvement in the 2018 World Cup Bid
The individual recounts their journey that led to their involvement in the 2018 World Cup bid, beginning with over a decade of experience in the Foreign Office. Initially stationed overseas in the Middle East and later in Paris, the opportunity arose when a friend from the Foreign Office, who was the Prime Minister's private secretary for Foreign Affairs, invited them to lunch to discuss a last-minute project. This project was critical, focusing on the final six weeks of the World Cup bid as the Prime Minister had made it a personal priority. The informal nature of this invitation highlights how occasionally the civil service can adapt to urgent needs outside the standard bureaucratic processes.
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